Business - Knowledge

FEPE, the worldwide association of outdoor advertising companies, is delighted to announce that it is joining with APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux to develop the first standardised industry approach to measuring digital out-of-home (OOH) audiences.

This unique industry collaboration comes in response to the continued global growth of digital outdoor advertising, estimated at 23% annually between 2007-2014, with further growth of 21% predicted in 2015.

The project will be presented at the forthcoming FEPE Congress, to be held in Budapest in June 2015, by two of the world’s leading experts in outdoor audience measurement: Urs Zeier, of Clear Channel Outdoor and Neil Eddleston of JCDecaux. They will talk about the project’s origins, aims, timelines and international scope. They will also be showing the specially designed virtual environment that is being created for the project and explaining how this will be combined with eye-tracking to provide advertisers with robust benchmarks to evaluate digital OOH alongside classic OOH in the globally accepted Outdoor media planning systems.

FEPE is committed to continue working for the benefit of the Global OOH industry and to invest in research that furthers the success of Out of home across the world, such as the “Always On” research study in 2014. FEPE International President, Mr Antonio Vincenti of Pikasso, comments: “We are honoured to be working with our long term partners within FEPE on this landmark piece of research. As digital out of home revenues grow globally, we feel that this initiative will benefit the whole industry and help to continue OOH’s upward trend across the world.”